"All Men Must Burn"

22 September 2025

2 mins 12s

Michael Socha swaps the Co-op for Cole Buxton in this rough-hewn commercial. He reads a poem written for the sportswear brand by Hector Trend, who writes that young men should embrace responsibility, not shy away from it ("Allow these fears and hardships to temper you as a sword is forged"). Three latter-day cowboys show how to work the land and play it, too.

UK

Men's Clothes